Premier Line of DIY Water Gardening Products

Objective

smartpond®, a brand that offers a premier line of DIY water gardening products exclusively at Lowe’s, enlisted Sunwest to help build awareness of the accessibility and ease of the products.

Approach

Sunwest developed a comprehensive outreach and education campaign to showcase the ease of building and maintaining a water feature with the smartpond® product line to key media influencers as well as the general public. To accomplish this, Sunwest coordinated a media tour—complete with a succinct, visual presentation and media training for the client spokesperson—and facilitated one-on-one media relations with top home and garden-focused bloggers. To complement the media outreach, Sunwest developed educational “how-to” videos so that novice water gardeners and interested individuals could see the DIY process first-hand. Sunwest executed the full project from scouting and securing locations and talent to writing scripts and facilitating thoughtful editing to achieve client goals.

results

The media tour captured the attention of more than 20 editors from Better Homes & Gardens, Country Gardens and Do It Yourself as well as other influencers working in the industry. Five bloggers agreed to feature the step-by-step process of building the small-scale smartpond® products, and two others built backyard ponds using the entire line of products. The video project resulted in more than 50 videos housed on the brand’s YouTube channel and website and were embedded into Lowe’s online product specification downloads. “For several years, we’ve worked closely with the team at Sunwest Communications to help promote our DIY Water Gardening products and recently to promote our line of decorative aquariums. Melodie Elliott’s long-standing relationship with major publications has resulted in placements and acceptance of our product offerings within these various media outlets. Our trust and confidence in the Sunwest team, on a personal and professional level, has resulted in a long-lasting relationship and successful promotion of our products and brands.” – Ashley Spangler-Cobb, Director of Marketing, GeoGlobal Partners/OASE North America

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